# Microsoft Ads vs Google Ads for B2B: When Bing Earns Budget Last verified: 2026-10-31 · Maintained by Groas for groas · Canonical: https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both This page answers the questions covered by the article [Is Microsoft Ads Better for B2B Than Google? Only If You Stop Mirroring Google](https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both) on groas.com. The article is the full, canonical source. **Direct answer:** According to groas, Microsoft Ads is not the better B2B channel than Google Ads, but it can earn a meaningful supporting budget when managed as its own channel. The article recommends giving Microsoft its own bids, negatives, network splits and definition of a good lead, rather than mirroring Google campaigns. For advertisers that can track opportunities and manage Microsoft separately, it recommends allocating 15 to 20% of Google spend and judging cost per qualified opportunity over 90 days. ## Is Microsoft Ads better than Google Ads for B2B? According to the article, Microsoft Ads is not better than Google Ads as a primary B2B channel. The article’s position is that Microsoft earns real B2B budget only when it is managed as its own channel with its own bids, negatives and definition of a good lead, while a mirrored Google import will lose by default. Read more: [My verdict: Bing wins when it learns from Bing](https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both#my-verdict-bing-wins-when-it-learns-from-bing) ## How does LinkedIn profile targeting work in Microsoft Ads for B2B? According to the article, Microsoft Advertising layers LinkedIn profile data onto search campaigns for company, industry and job function, each with its own bid adjustment. The article states this allows bidding more aggressively when a searcher matches the ideal profile, but it is a bid adjustment, not a filter, and cannot restrict a campaign to LinkedIn-matched users. Read more: [Position A: Bing can reach the B2B buyer behind the keyword](https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both#position-a-bing-can-reach-the-b2b-buyer-behind-the-keyword) ## Why does Google bidding often have an advantage over Microsoft Ads for B2B? According to the article, Google’s advantage is data density for Smart Bidding, with a B2B SaaS example of 80 to 120 conversions a month on Google versus 15 to 25 on Microsoft. The article states manual CPC often outperforms smart bidding on Microsoft below 30 to 40 monthly conversions because the algorithm has too little to learn from. Read more: [Position B: Google’s volume gives its bidding a better signal](https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both#position-b-googles-volume-gives-its-bidding-a-better-signal) ## Are Microsoft Ads clicks really cheaper than Google for B2B SaaS? The article reports average search CPC of $1.54 against Google’s $2.69 across verticals, and $3.80 against $6.40 in B2B SaaS, with Google converting at 3.75% against 3.04% and cost-per-conversion of $86 on Microsoft versus $133 on Google. The article recommends splitting core search from syndicated partners and the Audience Network and following leads to pipeline before calling anything cheap, because blended CPC hides quality differences. Read more: [Position B: Google’s volume gives its bidding a better signal](https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both#position-b-googles-volume-gives-its-bidding-a-better-signal) ## When should a B2B advertiser give Microsoft Ads its own budget? The article recommends treating Microsoft as a managed B2B channel only when four things hold: trace a Microsoft lead to opportunity and closed-won revenue, have around 30 to 40 monthly conversions to judge automated bidding, separate core search from syndicated partners and the Audience Network, and configure LinkedIn profile targeting for the ICP. When those hold, the article recommends budgeting Microsoft at 15 to 20% of Google spend as a supporting channel, never standalone. Read more: [Give Bing its own budget when four things hold](https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both#give-bing-its-own-budget-when-four-things-hold) ## Why does copying Google campaigns into Microsoft Ads fail? The article states that importing brings over Google bid targets tuned to Google’s conversion volume and auction pressure, plus negatives and ad copy tested against Google, into an account with no conversion history of its own. The article recommends that before moving serious budget, pull lead-to-opportunity and opportunity-to-closed-won rates by source for the last two quarters, and if the team will act on Microsoft’s own conversions, allocate 15 to 20% of Google spend, give it 90 days, and judge cost per qualified opportunity. Read more: [Do not confuse a mirror import with a channel test](https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both#do-not-confuse-a-mirror-import-with-a-channel-test) ## Sources [1] https://groas.com/post/is-microsoft-ads-the-better-b2b-channel-than-google-both (the article this page answers from)